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Logos: Appeals to Logic and reason. Facts and Statistics. Adding evidence to give credibility Make the product/idea sound more reliable Examples: 7 out of 10 dentists choose Crest
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Facts and Statistics • Adding evidence to give credibility • Make the product/idea sound more reliable • Examples: • 7 out of 10 dentists choose Crest • 90% of Ford owners love their cars
Facts & Statistics • This ad uses Facts & Statistics when saying it is “100% Pure & Natural Orange Juice”
Expert Testimony • Having a trustworthy individual endorse a product/idea • Examples: • I am a dentist, and my family uses Colgate because it is the best. • As a race car driver, I would only use Pennzoil in my car.
Expert Testimony • This is Expert Testimony because Angel Pagan is a professional MLB athlete and is endorsing a product for baseball. “Louisville Slugger is the only bat I’ll use.” Angel Pagan
Hasty Generalization • Forming a conclusion based on very limited evidence • Examples: • Fred, the Australian, stole my wallet. Thus all Australians are thieves. • I asked six of my friends what they thought of block scheduling and they thought it was a good idea. The new schedule is, therefore, supported by students.
Hasty Generalization • This ad is Hasty Generalization because the audience believes that the product will make them masculine and appealing. This conclusion is based on insufficient evidence.
Name Calling • Attack the person holding the view, rather than the idea itself • Examples: • Governor Arnold Schwarzeneggeris a communist, he should not stand for America! • Don’t listen to Mr. Kipper, he is a hypocrite!
Name Calling • This ad is using Name Calling because it is attacking another product. It claims to work faster than Proactiv.
Either/Or • Author describes a situation as having only two choices…but there are actually more • If the recommended advice is not taken, disaster will occur (only one way to prevent) • Examples: • Either we legalize drugs or we will spend millions and still have drug problems. • You’ll vote for me. If you don’t, you aren’t a real friend.
Either/Or • This ad shows Either/Or because it is saying that if you use this toothpaste your teeth will whiten. Without this product, your teeth are yellowing. This ad is only presenting the audience with two options.
False Cause and Effect • Author asserts that because Event B followed Event A, A caused B • Conclusion is not backed up by facts; the cause does not lead to the effect • Examples: • Ever since Obama became president, we have had more crime. • John seems depressed since he has been on the basketball team. Basketball is having a bad effect on him.
False Cause & Effect • False Cause & Effect because the ad is claiming that her hair has perfect body/volume because of Herbal Essences shampoo.
Circular Reasoning • Author’s argument appears to lead to conclusion…but merely restates point • Using a reason over again rather than giving real support • Examples: • I know I am the best candidate for the job. I saw the other applicants and I am the best person for the job. • Boxing is a dangerous sport because it is unsafe.
Circular Reasoning “If you go to the movies to be inspired and feel wonderful, the Blind Side will make you very happy.” • Circular Reasoning is used in the advertisement. The phrases “feel wonderful” and “very happy” mean the same thing.
Expert Testimony • If author of work is expert in the field, he/she is appealing not only to logic, but establishing credibility with audience • Can be both logos and ethos • Example: Jose Canseco is a baseball player that took performance enhancing drugs…then he wrote a book about it. He would be considered an expert of that topic – athletes that take steroids.
Loaded Words • Words carefully selected to elicit a response from audience
Loaded Words • This Covergirl ad for mascara is using Loaded Words. “Clump” is a word with a negative connotation and is saying this product will not cause clumps.
Loaded Words/Slanting • Using words that have very positive or very negative connotations NeutralPositiveNegative Persistent Hard-working Stubborn
Glittering Generalities • Emotionally appealing words closely associated with highly valued concepts and beliefs, it is vague and positive • So positive, they “glitter” • Make you feel good • Company slogans Examples: • Democracy, Patriotism, Freedom, America • Low-fat, Fewer calories, fat-free
Glittering Generalities • This KitKat ad uses Glittering Generalities by using the slogan “Have a break. Have a KitKat”.
They're G-r-reat! Snap! Crackle! Pop! I'm lovin' it. Broadcast Yourself. Betcha can't eat just one. The Few. The Proud. The home of the Whopper. The milk chocolate melts in your mouth --not in your hand. Obey your thirst. Think outside the bun.
Testimonials • Having common people or famous people “testify” about the greatness of a product • Examples: • “I lost 16 pounds on Slim Fast!” • “Goldberg and Osborn helped me, they can help you.”
Testimonials • Vitamin Water is using the testimonial of 50 Cent to sell the product. Since he drinks this water, people would want that drink.
Bandwagon • “Don’t miss out!” or “Don’t be the last person to have one!” • Everybody else is doing it; appeals to patriotism • Examples: • Chevrolet-the heartbeat of America • “Everyone’s a gamer.” • “Are you a Guitar Hero?”
Bandwagon • “Don’t miss out!” This limited time lottery’s ad is using Bandwagon. There were only 500,000 tickets to start and it is urging people to buy the tickets before they are gone.
Fear Tactics • Author attempts to create support for idea by increasing fear and prejudice toward a competitor • Appeal to fear is extremely common in marketing and politics
Fear Tactics Continued “YEE HAW! You Too Can Be An Independent, Rugged, Macho-looking Dead Guy.” “Children of parents who smoke get to heaven earlier.”
Fear Tactics • The ad is using Fear Tactics because it is drastically telling the audience about the harms of smoking cigarettes.
